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Though many retail centers aspire to trendy names, Shooshani Developers is trying a new tactic with their property in Downtown Long Beach.  Yesterday, the West Hollywood-based firm announced the intentional un-naming of City Place, a shopping area bounded by Long Beach Boulevard, Pine Avenue, 3rd Street and 6th Street.

By not giving an official name to the six-block area, Shooshani managing member Tony Shooshani says that this will allow each street to "develop as miicro destinations with a unique personality based on the tenant mix."

This includes new businesses such as architecture firm Studio One Eleven and Retail Design Collaborative, which has repurposed a 34,000-square-foot former Nordstrom Rack as their new office.  The space will hold over 135 employees, and offers a stark contrast to the corporate office tower that the design firms previously called home.

Other newcomers to the neighborhood include Burgerim, Creative Crepes, Party Monkey, Poke Cat, Romeo Chocolates, Table 301 and The Plant Junkie.

While there is no official name area, Shooshani has still looked to establish an identity through the district's built environment.  This includes new parklets on 4th Street and Pine Avenue, as well as signage at major entrances, distinct crosswalk designs and creative wall graphics.

Additionally, Shooshani Developers have announced the imminent groundbreaking for a new mixed-use development on a property near the former downtown Long Beach Walmart.  Plans call for a four-story, 20-unit building seated above ground-floor retail space.  The project's lead design architect is Phillip Trigas, who is now a principal at Urban Architecture Lab.

Rendering of the proposed mixed-use building, courtesy of Studio One Eleven and Retail Design Collaborative.
Rendering of the 4th Street Parklet, courtesy of Studio One Eleven and Retail Design Collaborative.
Rendering of the Pine Avenue Parklet, courtesy of Studio One Eleven and Retail Design Collaborative.
Image courtesy of Studio One Eleven and Retail Design Collaborative.
Photo of the new Retail Design Collaborative and Studio One Eleven office, courtesy of Studio One Eleven and Retail Design Collaborative.

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